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Section 20.1Elements of Advertising

Chapter 20

print advertisements

Section 20.2Advertising Layout

Copyright © by McGraw-Hill Education. All rights reserved.

ANALYZE Compare print ads from a recent

newspaper of magazine. What are key elements

they share?

Elements of Advertising

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• Discuss how advertising campaigns are developed.

• Explain the role of an advertising agency.

• Identify the main components of print advertisements.

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Successful advertising campaigns include

essential elements to help sell goods and

services.


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• advertising campaign

• advertising agencies

• logotype

• headline

• copy


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• illustration

• clip art

• signature

• slogan



Components of a Print AdS

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The Advertising Campaign

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advertising campaign

A group of advertisements, commercials, and related promotional materials and activities that are designed as part of a coordinated advertising plan to meet the specific goals of a company.

Planning an Integrated

Advertising Campaign

Identify the target audience1

2

3

4

5

6

Determine objectives

Establish the budget

Develop the message

Select the media

Evaluate the campaign




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What is an advertising agency?

advertising agency

An independent business that specializes in developing ad campaigns and crafting the ads for clients.




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Describe the Different

Types of Advertising

Agencies




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New Models for Advertising Agencies

Creative BoutiquesProject Team

AgenciesVirtual Agencies



Developing Print Advertisements

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What is a logotype?

logotype

A graphic symbol for a company, brand, or organization; logo.




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Headline

Elements of Print Advertisements

headline

The phrase or sentence in an advertisement that captures the readers’ attention, generates interest, and entices them to read the rest of the ad.




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Headline Copy


copy

The selling message of a written advertisement.




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Headline Copy Illustration


illustration

The photograph, drawing, or other graphic element that is used in an advertisement.

Clip Art

clip art

Inexpensive or free images, stock drawings, and photographs.




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Headline Copy Illustration Signature


signature

The name of the advertiser or logotype that is the distinctive identification symbol for a business.

Clip Art

slogan

A catchy phrase or words that identify a product or company.

Slogan




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Five Literary Devices



Explain why a headline is an important part of a print ad.

Section 20.1

1.

The headline captures the readers’ attention, arouses their interest,

and entices them to read the rest of the ad.

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Describe what illustrations should show about a product.

Section 20.1

2.

Illustrations should transmit a message that would be difficult to

communicate with words alone. It could show the product, how it

works, safety features, or its benefits.

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Generate a slogan for a product you use and explain the literary device

you used.

Section 20.1

3.

Slogans will vary but should use one of the following literary devices:

alliteration, paradox, rhyme, pun, or play on words.

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PREDICT How might the use of color in a print

ad affect a viewer’s reaction?

Advertising Layout

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• Explain the principles of preparing an ad layout.

• List advantages and disadvantages of using color in advertising.

• Describe how typefaces and sizes add variety and emphasis to print

advertisements.

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Advertising Layout


Advertisers must understand effective design

principles when developing ad layouts in order

to quickly attract the attention of a targeted

audience.

Advertising Layout

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• ad layout

• advertising proof

Advertising Layout

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Advertising Layout

Tips for Developing Effective Ad LayoutsS

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Advertising Layout

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Print Advertising Layouts

Sources for Ad Layout Services

Newspaper Salespeople

Magazine Representatives

Advertising Agency Personnel

ad layout

A sketch that shows the general arrangement and appearance of a finished ad.


Advertising Layout

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Facts About the Elements of Advertisements


Advertising Layout

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Most advertising proofs are

developed and delivered in a

digital format.

advertising proof

A presentation of an ad that shows exactly how it will appear in print.


Advertising Layout

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Criteria an advertiser should

use in reviewing and

checking advertising proofs.


Advertising Layout

Explain how to create a focal point and eye movement using a

Z ad layout.

Section 20.2

1.

Create a Z layout by placing the most dominant item (typically the

headline) on top of the Z. Then place copy and illustrations on the

diagonal line of the Z, and your signature and call to action at the

bottom of the Z in the right corner.

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Advertising Layout

Describe how to select the size and type of a typeface.

Section 20.2

2.

The size of the typeface should be distinctive, yet appropriate for the

business and target audience.

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Advertising Layout

List three things that you should look for in an advertising proof.

Section 20.2

3.

When checking an advertising proof, you should make sure all prices

are accurate and that all brand names and company names are

spelled correctly. In addition, the following should be considered: The

ad should be bold enough to stand out on a page, even if it is placed

next to other ads. The overall layout should look clean and uncluttered

and should guide the reader through the copy. The typefaces and type

sizes should be easy to read and help to emphasize the message. The

signature should be apparent and distinctive. The intended message

and image projected must be appropriate for the target audience.

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End of

Section 20.1Elements of Advertising

Chapter 20

print advertisements

Section 20.2Advertising Layout

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